Summary
New Zealand's iconic brand Princess Nouci Manuka Honey has entered the Chinese market this year and has been well received by consumers in Shanghai and other cities, with sales rising steadily. At this CIIE, the number of orders has seen a significant increase over the previous edition. On the closing day of CIIE, the Chinese agent of Princess Nouci signed an agreement in Shanghai with a Fortune 500 company to jointly build a new digital factory and management team.
Through a joint venture, they will provide digital supply chain management for three projects: Manuka Honey, Honey Mask, and Pet Food. The annual transaction volume from key clients is expected to exceed US$30 million. Princess Nouci Manuka Honey inherits and enhances the excellent quality of Manuka Honey, performing exceptionally well in digestive health.
The brand's exclusive factory is located at the WAITAKARURU Honey Factory in New Zealand's superior natural environment, where honey is collected by helicopter or on foot from Manuka flower clusters. During this CIIE, the New Zealand Ambassador to China visited the Princess Nouci booth to discuss international cooperation opportunities in the big health industry. Next, the company plans to collaborate with the global strategic partner of Europe's largest technology company, SAP, to build a digital smart farm, enabling full digital monitoring of international operations in the big health industry.
It will provide shared B2B-SCM services to 2,900 exhibitors, achieving 365-day digital health diagnosis.
Commentary
This news conveys an important signal to SME owners in New Zealand, especially those involved in honey, health food, and cross-border e-commerce. As a national treasure brand, Princess Nouci has quickly opened the Chinese market through the CIIE platform. The order growth and digital supply chain cooperation indicate strong demand from Chinese consumers for New Zealand's natural health products, and digital management has become key to improving efficiency.
Two opportunities are evident: first, the high-value positioning of Manuka Honey combined with the UMF active antibacterial concept suits targeting health-conscious Chinese middle-class consumers; second, extended product categories like pet food and honey masks gain lower barriers to entry through CIIE exposure and channel partnerships. Meanwhile, the brand's joint venture with a Fortune 500 company to build a digital factory and B2B platform implies that supply chain transparency and traceability will become competitive barriers. SMEs seeking similar channels need to focus on certifications and digital capability building.
Another perspective is that Princess Nouci plans to provide shared supply chain services to 2,900 exhibitors, suggesting that CIIE is transforming from a display platform to a matchmaking ecosystem. SMEs should actively participate in such B2B networks to secure orders and collaboration opportunities. Overall, the branding and digitalisation trend in China's big health sector is irreversible.
New Zealand companies can leverage benchmark cases to explore differentiated positioning and compliance paths.
Keywords: Princess Nouci, Manuka Honey, CIIE, New Zealand, digital factory, digital supply chain, big health, pet food, Honey Mask, US$30 million
Summary in Chinese | 摘要
新西兰国宝级品牌纽西公主麦卢卡蜂蜜今年进入中国市场后，受到上海等地消费者欢迎，销量持续上升。在本届进博会上，订单数较上届有明显增长。进博会闭幕当天，纽西公主中国代理方与世界500强公司合作新建数字工厂及管理层，在沪签约，将通过合资方式为麦卢卡蜂蜜、蜂蜜面膜、宠物食品等3个项目提供数字供应链管理，年度大客户交易量预计超过3000万美元。
纽西公主麦卢卡蜂蜜继承并强化了麦卢卡蜂蜜的优秀品质，在肠胃调养方面表现极佳，品牌专属工厂位于新西兰自然环境优越的WAITAKARURU蜂蜜厂，采用直升机或人工徒步方式进入麦卢卡花丛采蜜。今年进博会期间，新西兰驻华大使曾到访纽西公主展台，交流大健康产业国际合作机遇。下一步，该公司计划与欧洲最大科技公司SAP全球战略合作伙伴共同打造数字化智慧农场，全程数字化监控大健康产业的国际运营，为2900家参展商提供共享B2B-SCM服务，实现365天大健康诊断数字化。
Commentary in Chinese | 评论
这条新闻对新西兰中小企业主，尤其是从事蜂蜜、健康食品及跨境电商的商家，传递了重要信号。纽西公主作为国宝级品牌，凭借进博会平台快速打开中国市场，订单增长和数字供应链合作说明中国消费者对新西兰天然健康产品的需求强劲，且数字化管理成为提升效率的关键。从中可看到两个机会：一是麦卢卡蜂蜜本身的高价值定位，结合UMF活性抗菌概念，适合瞄准注重保健的中国中产阶级；二是宠物食品和蜂蜜面膜等延伸品类，通过进博会的曝光和渠道合作，降低了进入门槛。
同时，该品牌与500强企业共建数字工厂和B2B平台，意味着未来供应链透明化和可追溯性将成为竞争壁垒，中小企业若想进入类似渠道，需注重资质认证和数字化能力建设。另一个视角是，纽西公主计划为2900家参展商提供共享供应链服务，这暗示进博会正在从展示平台转向撮合生态，中小企业应主动参与此类B2B网络，获取订单和合作机会。总体看，大健康领域在华的品牌化、数字化趋势不可逆，新西兰企业可借助标杆案例，探索差异化定位和合规路径。
关键词: 纽西公主, 麦卢卡蜂蜜, 进博会, 新西兰, 数字工厂, 数字供应链, 大健康, 宠物食品, 蜂蜜面膜, 3000万美元
Source: Xinmin Net
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